The New Atari - Part 2 - Atari's acquisition of AtariAge

In my first For the Love of Atari blog post I touched on the fact that I didn't fully grasp how much renewed interest there was in Atari and all things retrogames until really perusing the AtariAge site. Originally launched way back in 1998 and still going strong today, AtariAge.com is far more than a historical site spotlighting a once popular home gaming company. Besides history, it includes active user forums, a thriving store with new homebrew titles for sale, retrogaming news, reviews and more. In essence, it is a one-stop place for an active and enthusiastic retrogaming community to converse and celebrate all things Atari (as well as other classic gaming consoles like ColecoVision).

The most surprising thing to me when I originally discovered AtariAge was the fact that new titles for Atari's old consoles were being developed, produced and sold in physical format just like "back in the day". Specifically, one can buy a game cartridge, printed instruction booklet, and (more often than not) glossy box just like they were sold back in the heyday of the Atari 2600. Yes, these complete-in-box (CIB) games are in fact packaged like the ones I so enjoyed taking home after a trip to my favorite retailer Toys R' US in childhood. In short, every effort has been made by both the creators of the game and its packaging, and the folks at AtariAge, to recreate the nostalgic experience of buying a new Atari cartridge (although of course they are now purchased online, rather than in the physical store).

A Roach In Space - one of many homebrew games from AtariAge for the Atari 2600

One thing I did initially wonder about is how AtariAge functioned in relation to Atari the company. While the question of whether third-party developers can legally create new games for the Atari 2600 was answered way back in the 1980's (they can), many homebrew releases sold through AtariAge are specifically aimed at duplicating the design and color scheme of Atari's own artwork and packaging. For example, many homebrews created for the Atari 5200 have the same silver / blue industrial look Atari used for games they made for that system. And while I don't remember reading anything specifically addressing this, companies in any industry generally don't like (to put it mildly) competitors duplicating their product / marketing design(s). However, in this case common sense suggests that these homebrews have always been welcome, particularly from a once-prominent company that has changed ownership multiple times over several decades and struggled to stay relevant. Put another way, these "homage" products, and the fans who love them, have no doubt helped Atari and its legacy from fading into obscurity.

RealSports Curling (cartridge) - An AtariAge homebrew game for the Atari 5200 

This brings us to more recent news, which is that it was announced Atari was acquiring AtariAge as of 9/7/2023. And though the announcement was something of a surprise, it makes sense when considering the slow reemergence of the company. As detailed in my June 2024 For the Love of Atari blog post, in 2021 Atari released The Atari VCS, their first new home gaming console in several decades. And while the Atari VCS definitely aimed to bridge the gap between classic and modern gaming with its connectivity and downloadable capabilities, this acquisition clearly connects Atari more securely with their most prominent retrogaming online resource and supporters. 

AtariAge - New Games for Classic Systems

In looking at an acquisition such as this, a question that comes to my mind is what advantages and disadvantages it brings. Generally speaking, it seems like a great idea, because as mentioned it aligns the company squarely with an enthusiastic fan base. This can only aid them in communicating with consumers about their products, such as asking for feedback about, and creating buzz around, new releases. In today's world that is incredibly important. And in the case of Atari, having a built-in, well-established resource like AtariAge can only be an asset. And of course, this is even more relevant since both end users and creators / programmers are a part of the AtariAge community. 

One concern voiced by some in the retrogaming community regards AtariAge losing its independence. That is, some feel there should be a separation between Atari the company and AtariAge the community, as there always has been. That's a legitimate concern of course, because traditionally with corporate takeovers of formerly independent entities (usually smaller companies), the risk is that once innovative, creative products can become more homogenized or "watered-down". But again, I think this is a special case, one where AtariAge has primarily been responsible for (or at least contributed heavily to) Atari's continued presence in the public eye over many decades. So it only makes sense for the newly reemerging company (under CEO Wade Rosen) to take this step and merge with such a valuable asset. 

And it's worth noting Atari has announced that Albert Yarusso, who founded and manages AtariAge (aided by a team of volunteers), will continue to do so. Additionally, he is also being employed as the company's historian (which of course is fitting). So, Atari is pledging their ongoing support to the site to help it grow and thrive, while seemingly leaving it intact in the same capable hands it has always been in. All this definitely sounds good, and only time will tell how things work out.